Seahawks’ Sherman aiming message to the masses

Share this:

From his postgame rant aimed at 49ers receiver Michael Crabtree after the NFC Championship Game to Super Bowl XLVIII against the Broncos, Sherman is so shrewd he might just be as comfortable on Madison Avenue as he will be at MetLife Stadium.

Sherman’s propensity for self-promotion might augment his income from his base salary of $575,000 to more than $5 million in endorsements, according to some marketing experts.

“I definitely think having a communications degree helps you in a sense,” said Sherman, a Stanford graduate. “It helps you understand the media side of things and what messages do, how widespread the messages are received, the marketing side of it.

“Just being an intelligent individual and learning from those professors at Stanford, you have a perspective that’s unique.”

Sherman was the first Seattle player to take his podium on media day.

“I see the fun in the Super Bowl,” he said. “I see everybody’s attention and how much the NFL has grown as a franchise, as a world brand, and I see that the Super Bowl is a huge event for the world.”

Sherman has apologized for his verbal ambush of Crabtree that earned the cornerback a $7,875 fine from the NFL. In the week before the Seahawks came to New Jersey, he sounded rather humble about the experience that caused him to receive a lot of negative attention.

“There’s more to me than that rant,” Sherman said. “You never want to talk down on a man to build yourself up.

“If I had more time to think things over, it would have been better articulated, obviously. A lower volume. It would have been a clearer, more concise message.”

Started at the bottom

Sherman, who escaped the notorious Los Angeles suburb of Compton for Palo Alto, Calif., and then Seattle, wants fans to see him for who he really is.

“I’m just a guy trying to be the best, a guy that wants to help his team win and is a fiery competitor who puts his life into his work, a guy that’s come from humble beginnings,” he said.

“I’m just trying to affect the world in a positive way.”

Sherman’s coaches and teammates like him just the way he is — a 6-3, physical shutdown corner who can cover any receiver.

“We all know him and love him,” Seattle coach Pete Carroll said. “He’s a leader on our team. He’s got a great message about the way he competes and carries himself. He’s an incredible kid, and he’s only helped our team.”

Sherman is spreading the brand — his and that of the Legion of Boom secondary that has made Seattle the No. 1 defensive team in the NFL. It will be facing the No. 1 offense in Denver.

“The Legion of Boom is a legacy, a legion, a vast army of individuals,” Sherman said. “It’s our identity, and it sets a high standard — a standard everybody’s more than capable of living up to and has.”

Respect for Manning

Sherman has turned his attention from Crabtree to Peyton Manning, the Broncos’ record-setting quarterback who’s trying to win a second Super Bowl.

“The Legion of Boom’s going to have to be on its ‘A’ game against Peyton,” Sherman said. “He’s one of the best in the history of the game. He’s been a living legend for years.

“You have to be patient against him. He’s going to make plays, and if you get mad about things like that, it’ll be hard for you to consistently play well.”

In his third season with the Seahawks, Sherman is recognized as the NFL’s best cornerback. He and Carolina linebacker Luke Kuechly were the best players in the league this season, and both are deserving of the NFL Defensive Player of the Year award that will be announced on Saturday.

The next day, Sherman will be seen harassing Denver receivers like Demaryius Thomas.

‘One of the best’

“We’re competitors, and we’ll leave it all on the field,” Thomas said. “He’s one of the best at what he does. Most of the time, he’s in the right spot. I’m sure he studies a lot. He’s always around the ball.

“He doesn’t always try to be physical because he doesn’t have to be. He switches it up. He’s really good at being patient and setting (a receiver) up.
“If it happens to be me and him going against each other, it’ll probably be one of the best (matchups) ever.”